The S-D Logic Framework

The Service-Dominant (S-D) Logic Framework is a concept in marketing and economics that focuses on services, rather than just products, as the core of value creation. It emphasizes that every exchange involves an interaction, where knowledge and skills are shared. Instead of viewing transactions as simple exchanges of goods, S-D Logic sees them as collaborative processes that build relationships and create mutual benefit. In this view, value is co-created through experiences and services, and the role of the consumer shifts from being a passive recipient to an active participant in the value creation process.